It’s unfortunate that no matter how noble the cause, before something can become second nature it has to be trendy first. As long as we can make it through the hyper marketing tactics, we will be better for it in the end. Wired has a great examples of this here.

flickr: Mr Monster

My wife and I were talking about the green movement after we saw a commercial for cat litter. A company that has been around for over ten years is now starting to advertise on the crest of the post Gore green movement and pet food scare.
My wife told me that Martha Stewart was talking about the importance of reading the ingredients in your pet food, and for all food really. Imagine that, shouldn’t you always read what you’re putting into your body? I suppose that people really are that naive.
When my mother in law mentions something you know that it has become a trend. Unable to realize that we’ve been talking about something for years once she ‘discovers’ it, it is now that I realize that this thing is in full bloom.
You are a target demographic.
Is it better to be green for the sake of being green, or doing so for the sake of fitting in?
Does it really matter? Does the end justify the means?